AND DON’T WRITE OFF THE DEAD TREES

Print has been doing DM personalisation for a century or more. Technology, data and digital competition is creating a stimulus.

Esquire runs a reader watch survey as part of an annual The

Big Watch Book edition. From the survey it knows the extent of respondents’ watch collection, where in the decision-making process they were; when they

were going to purchase their next watch; and what else is on their consideration list.

Hearst created a beautiful book that was personalised to each reader with their name within the book and a “25/1000” style edition number. ROI of 10:1.